If superior nutrition is good for the human family, it’s also a fit for Fido. As a result, de- mand in the vitamin-rich, nutrient-dense,
superpremium food category is escalating.

“More than ever before, sustenance for to-day’s canine companions receives the sameconsideration as the food pet parents serveon their own plates,” said Ann Hudson, vicepresident of marketing for Whitebridge PetBrands in St. Louis. “These consumers areseeking nutritious, superpremium productsthat will make them feel good about themeals placed in their dog’s bowl.”Adrian Pettyan, CEO and co-founder ofCaru Pet Food in Vero Beach, Fla., cited healthconcerns as another reason owners are willingto purchase high-quality diets for their dogs.

“Consumers are seeking these foods in or-der to address specific health issues,” Pettyansaid. “A dog will thrive when fed a diet that’scloser to homemade and isn’t full of fillersand preservatives.”Superpremium foods are vitamin rich andnutritionally dense, featuring quality pro-teins, fats and carbohydrates, said Brad Gru-ber, president and COO for Health ExtensionPet Care in Deer Park, N. Y.

“This means less food in a pet’s bowl andless waste left behind to clean up,” Grubersaid. “These diets are formulated to supportthe needs of a broad range of breeds and dif-fering life stages.”Julie-Anne Hollander, marketing/projectsfor K9 Natural in Christchurch, New Zea-land, noted the obvious benefits of feeding adiet high in meat and low in carbohydrates:It’s a natural form of nourishment dogs areinstinctively drawn to, and their bodies aredesigned for it.

“It’s not so much consumers asking forsuperpremium food, per se, but the desireto offer their pets real food,” Hollander said.“Rich proteins and fats are needed to providedogs with a wholesome source of energy thatsupports healthy skin and joints.”Today’s pet owners take time to researchnutritional options, Gruber said.

“These consumers know the exact ingredients in selected dog foods, where they are
sourced, plus how committed the company is
[in regard] to sustainability and transparency
in the entire supply chain,” Gruber said.

However, while Pet Things in Douglasville, Ga., is experiencing strong demand in
the superpremium category, owner Terry
Brlecic emphasized the significance of val-ue-brand offerings.

“When a shopper switches from a grocery store food to a higher-quality product,
they see improvement in the coat and overall
health of their pet,” Brlecic said.

But that goal often requires an initial introduction to a brand at a lower price point.

“As we move through our food offerings,
the customer will go as far as their budget allows or to the point where the desired health
improvements are seen,” Brlecic said.

Thus, the biggest struggle for the independent retailer is satisfying the value customer
by stocking a nutritious food at a lower price
point, he said.

“If there is not a product available as a
starter food, the customer will leave and not
return,” Brlecic added.

Trading UpAs consumers increasinglyconsider giving theirdogs the very best dietsavailable, it is up to retailersto help them get there.

CARRI
EB
RE
N
NER
/
PP
N
L
LC
AT
FUR
LY’S

Manufacturers and retailers agree that the dog’s status as family member is a flourishing phenomenon.

The deep emotional connection forged between pet owner and canine companion continues to drive an upward spiral of expenditures within the industry, said Brad
Gruber, president and COO of Health Extension Pet Care in Deer Park, N. Y.

“The pet parenting boom we’re experiencing is being led by the two biggest agegroups for pet ownership: baby boomers and millennials,” Gruber said. “So this trendis not only economic, but cultural.”At Woof Gang Bakery, a chain of stores with headquarters in Orlando, Fla.,Samantha Cohen, vendor relations manager and corporate buyer, noted an increasein millennial customers seeking the same wholesome, organic and natural foods fortheir pets as for themselves.

“Most of the brands of food carried in our stores typically fall into the superpremiumcategory,” Cohen said. “I find trends in pet diets tend to follow those in human diets.”As a result, the segment is burgeoning.

“Very simply put, pet owners are going to keep spending on pets in the sameway they do for their children,” Gruber said. “It would be safe to assume we will seesuperpremium products growing at the same proportion, with indications showing itcould be at an even faster pace.”Adrian Pettyan, CEO and co-founder of Caru Pet Food in Vero Beach, Fla., notedthe emergence of differing tiers within the superpremium aisle.

“There are human-grade-ingredient diets manufactured in human-food plants,and high-quality freeze-dried and dehydrated diets,” Pettyan said. “Superpremiumbrands are even launching specialty diets combining the kibble that some customersare accustomed to with a freeze-dried element for additional nutrition.”Small, dehydrated mixes as an alternative category continues to grow as well,said Ann Hudson, vice president of marketing for Whitebridge Pet Brands in St. Louis.